Shavell notes that it’s hard to know from the outside which porn companies, of the thousands out there with ever-shifting privacy policies, may be involved in worrying identified data collection, “and which ones are just using the data on us to optimize our next visit” on their sites. Cookie data also allows them to funnel content that they think you specifically will enjoy directly toward you-even if in theory they don’t know who you are, and just know your IP address or browser information.
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Companies like MindGeek that own streaming sites and film studios can also use that info to guide movie production. Major porn sites do use data to get a sense of user demographics, so they can serve you content others in your demo like. (Users can and do at times opt in to providing them more personal, identifiable info.) MindGeek, the firm behind Pornhub, has told reporters in the past that it does not sell this data, or its analytics, to others. However, streaming giants Pornhub and xHamster told Men’s Health they don’t use this data to identify specific individuals. They could also create comprehensive data files on named individuals’ porn viewing habits on their sites, which they could potentially sell to others. In theory, some porn sites could, with a little digging, use other digital databases to connect an IP address, browser fingerprint, or device to a named individual, says Rob Shavell, co-founder of online privacy firm Abine. This holds true even if you’re using a browser’s private or incognito mode, which just prevents your computer from building a local history of pages you’ve visited. Sites can also choose to track what you click, how long you play videos, stay on a page, and other basic usage information. Like most sites, they log information on your IP address, the type of device and browser you’re using, and how your machine has interacted with the site in the past, stored in cookies.
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“Porn websites are no more anonymous than any other website,” says Dylan Curran, director of tech for the digital security firm VFT Solutions. Men’s Health recently reached out to digital privacy and security experts, major porn sites, and adult industry figures to find answers to these questions. That’s why potential and current porn viewers need to know what data adult sites can collect about them-and what they do with it. Yet we know the modern digital economy is built on constant surveillance of our browsing habits. Watching porn online entails an unsettling paradox: We want and expect our viewing habits to be totally private.